Standard 1 – Disclosure of Identity: Campaign participants must make meaningful disclosures of their relationships or identities with consumers in relation to the marketing initiatives that could influence a consumer's purchasing decisions.

Standard 2 – Disclosure of Consideration or Compensation Received: Campaign participants must disclose meaningfully and prominently all forms of consideration or compensation they received from the member, marketer or sponsor of the product or service.

Standard 3 – Disclosure of Relationship: Participants involved in a word of mouth initiative to disclose the material aspects of their commercial relationship with a marketer, including the specific type of any remuneration or consideration received.

Standard 4 – Compliance with FTC Guidelines: Participants shall comply with the Guidelines Concerning Use of Endorsements and Testimonials in Advertising promulgated by the Federal Trade Commission. See 16 C.F.R. §§ 255.0–255.5.

Standard 5 – Genuine Honesty in Communication: Publicity Force will not tell campaign participants what to ultimately state in their communications about a particular product or service, so as to enable the consumer to reflect his or her honest opinions, findings, beliefs, or experiences.

Standard 6 – Respect for Venue: Publicity Force shall respect the rights of any online or offline communications venue (such as a web site, blog, discussion forum, traditional media, and live setting) to create and enforce its own rules as it sees fit.

Standard 7 – Marketing With Children and Adolescents: Publicity Force does not engage with children under the age of 13 in any word of mouth marketing programs or campaigns; and shall complies with all applicable laws dealing with minors and marketing, including the Children's Online Privacy Protection Act ("COPPA"). See 16 C.F.R. § 312.

The terms "campaign participants" "promoters" and "representatives" may be used interchangeably and are intended to be construed broadly, so as, for example, to include vendors of marketing initiatives.